Henrico County VA

The Entrepreneur’s Corner

A strong verbal brand can empower your company
Did you know that right now, someone could be judging your company’s brand based on your email, website content or recent newsletter? After reading each piece, what impression do you think they have: a consistent, well-crafted brand experience or a disjointed story that fails to support any unified purpose?

Whether or not you’re directly involved in your company’s marketing or communications, every touchpoint you offer the marketplace affects your brand’s reputation. At Zuula Consulting, we find that while many companies have a thorough understanding of their visual brand (logos, colors and overall design standards), they frequently overlook another highly important component: the verbal brand.

A verbal brand unites and guides your messages’ content and personality so your audiences cohesively understand your company. From our perspective, an effective verbal brand must address three key components: your brand purpose, brand story and brand voice. Your brand purpose captures the reason why you’re in business and how you’re different than competitors. Knowing these details helps identify your brand story — the unified message expressing your company’s purpose. With those attributes established, you create your brand voice: the tone, personality and key phrases that share your brand story in all communication.

Together, these pieces build a solid brand experience where you reinforce exactly who your company is, what you value and why your audiences need you — with every communication. Without a succinct, powerful verbal brand, you risk confusing consumers with inconsistency, creating doubt about your company’s purpose and strength.

In fact, imagine your business is an actual person. And with every contact, their personality differs: One day they’re soft-spoken and demure; another day, charming and outgoing; and yet another day, abrasive and serious. At first, their inconsistencies confuse you. Eventually, your inability to understand them makes you question whether they’re dishonest. With distrust embedded, you now avoid seeing them at all.

The same goes for a business.

By communicating unified, accurate messages about your company, you fuel trust — and understanding of your brand — to consumers. When your company consistently meets (and exceeds) that trust, you develop solid brand loyalty.

And in today’s environment, trust is not easy to come by. According to the Harvard Business Review, 62 percent of adults in 20 countries trust corporations less since the recession hit. Diminished trust ultimately leads to lower brand value. Decrease the brand value, and you’re constantly challenged to differentiate yourself and reinforce your purpose.

So, in our time-crunched, recession-wary world, how do you effectively communicate value while engaging your audiences so they trust what you provide them?

Start by ensuring a common understanding unites all your communication with brand-focused messages that speak directly to your target market’s unique needs. For in the end, if you can’t move the market to choose your company over another, you risk losing them altogether. And when you look at companies with amazing loyalty behind them, such as Apple and Disney, your brand — and your customer’s experience — has the ability to last a lifetime.

Deanna Lorianni is co-owner and principal of Zuula Consulting, a writing firm specializing in verbal branding, copywriting and writing coaching. Contact her by e-mailing .(JavaScript must be enabled to view this email address), calling (804) 308-3194 or visiting http://www.zuulaconsulting.com .
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Community

Donate ‘cast-offs’ for Henrico CASA


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Henrico CASA and Susan's Selections are partnering to present an online auction beginning Sept 12. Proceeds will benefit Henrico CASA. Any item with a $50 or more resale value – from pottery to furniture and everything in between – can be donated.

Bring goods to Susan's Selections, 4909 W Marshall St. in Richmond between Aug. 13-26. Weekday drop-off hours will be 10 a.m. until. 4 p.m.; Saturdays 10 a.m. until 3 p.m, and Sundays 1 p.m. until 3 p.m. > Read more.

10th annual Filipino Festival coming in August


The 10th Annual Filipino Festival will be held Aug. 7-8 at Our Lady of Lourdes Church, 8200 Woodman Rd., beginning with opening ceremonies at 5 p.m. Friday and continuing with live entertainment, food and exhibits until 10 p.m. On Saturday the festival will take place from 10 a.m. to 10 p.m. with a full schedule of performances featuring traditional Filipino dance, music and song.

Filipino cuisine, including BBQ, pansit, lumpia, adobo, halo-halo, lechon, empanada and leche flan, will be available for purchase. The festival will also feature a children's area, church tours, exhibits, and health screenings. > Read more.
Entertainment

ZZ Top, The Beach Boys, O.A.R., others to play Innsbrook


Innsbrook After Hours will welcome ZZ Top, The Beach Boys, O.A.R. and other performers this month.

On Aug. 12, Tyler Farr, with special guest Parmalee, will perform at 6 p.m., with gates opening at 5 p.m. Farr began his career with years of formal voice training with the OAKE National Choir but at 21, he moved to Nashville. Tickets are $15 to $99.

On Aug. 13, Innsbrook After Hours will present ZZ Top, with special guest Blackberry Smoke, at 6 p.m. > Read more.






 

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West Broad Village continues its Rock ‘n’ Roll Summer concert series from 7 p.m. to 10 p.m. at “The Pad” next to the Aloft Hotel at 3939 Duckling Dr. Appetite… Full text

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